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The B.I.G. Index: Shift to Mobile Games for Brand Advertising

The B.I.G. (Brands in Games) Index by Digital Turbine shifts focus from social media to mobile games, presenting a growing opportunity for brand advertisers due to declining ad effectiveness on platforms like Facebook, TikTok, and YouTube. Mobile games offer higher engagement and less ad clutter, making them an effective channel for reaching audiences at scale.

Methodology

The Index relies on data from Apptopia and GWI surveys (Q4 2023, US) for app usage, interests, and behaviors. It calculates Audience Indexes and Interest Indexes comparing game genre players to the general population, with all indices standardized to 100.

Key findings highlight that mobile games generate significantly more attentive seconds for ads compared to social platforms, with strategies emerging from brands leveraging gameplay to build affinity. The report identifies game categories as tailored avenues for brand partnerships, maximizing reach and impact.

Mobile Games Market and Ad Effectiveness

Mobile games have a massive user base and high engagement: over 150 million US gamers spend significant daily time in games, outpacing social platforms in both users and ad attention. Video ads in games capture up to 9x more attentive seconds, allowing brands to stand out better than social media ads.

Game Category Insights

Word / Word Search Games

They rank second in US mobile games, with an audience preference for content like Health & Fitness and News & Magazines. Brands leading in affinity include Red Bull, Gatorade, Panera Bread, and TJ Maxx, benefiting from interactive ad placements that connect with consumers through word-based gameplay.

Puzzle Games

Offer high engagement and appeal to audiences interested in Beauty & Cosmetics and Travel. Top brands include Delta, Estée Lauder, and Lululemon, with ads utilizing puzzles to decode brand benefits effectively.

Card Games

Popular among diverse users, attracting interests in Retailers and Beverages. Leaders like Corona, Tarte Cosmetics, Ace Hardware, and SHEIN demonstrate strong affinity, with interactive promotions enhancing engagement.

Action Games

Focus on adrenaline-themed users seeking adventure. High affinity scores for brands include Red Bull, YouTube Premium, and Jordan, leveraging fast-paced gameplay for impactful ad strategies.

The B.I.G. Index highlights that digital Turbine's approach captures untapped audiences, particularly those not effectively reached through social ads, offering actionable steps for brands to integrate mobile gaming into their marketing mix for enhanced results.